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An addressable audience, or simply addressability, refers to the number of individuals a media company has access to that can potentially be reached through an advertising campaign.
With the introduction of tougher privacy legislation, such as GDPR, and changes made by browser providers such as Apple and Mozilla, they are becoming increasingly ineffective.
First party data has grown in popularity with businesses looking to unlock customer insights that power more relevant content and enable people-based marketing.
The Cambridge Analytica scandal of 2017, the introduction of GDPR in May 2018 and the introduction of CCPA in January 2020, have all played a role in increasing the attention that data privacy so rightly deserves.